Luxury UK Travellers Click Through to “Experience It All”

Luxury hotel swimming pool overlooking a rocky vista in Utah

Situation

Dedicated to connecting people and stimulating the American economy, Brand USA wanted to inspire luxury travellers from the UK to “Experience It All” in the U.S. The campaign needed to lift up three luxury tour operators and highlight numerous destinations, including Nashville, TN; Utah; Miami, FL; New England and others. By driving traffic to the tour operators’ websites, we sought to raise awareness of the luxury products and the U.S. destinations, ultimately driving high-end sales from UK travellers.

Action

We built a programmatic media strategy to drive traffic to the tour operators’ websites with the goal of at least a 0.07% click-through rate (CTR). Using proprietary data, we designed and activated precision targeting strategies to reach highly relevant UK audiences through

behavioural, demographic, job title, affinity, interest and contextual targeting. We activated premium content through top-tier media brands The New York Times, the Guardian, Condé Nast, AFAR, U.S. News and National Geographic, as well as by retargeting past engagers.

The Results

Our programmatic strategy and precise audience targeting delivered a campaign digital CPE of just $0.45 – a staggering $6.38 below the goal. Not only were we reaching the right audience at the perfect moment of travel intent, but the City Experiences messaging clearly resonated and prompted action.

We attained a 1.40% ER for display, far surpassing our goal of 0.11%, and generated a 1.99% native ER against our 0.41% goal. All of our results demonstrate the power of precise targeting and the value of knowing your audience.

2x+

More Than Doubled Campaign CTR Goal

2x

Individual Tour Operators Achieved Nearly Double The CTR Goal

4X

Quadrupled the Retargeting CTR Goal